Bonus Event Promotions Content Below!
We teamed up with guest writer, Camille Moore, for an interesting perspective on email marketing for all of you event promoters in the audience. We hope you find some valuable information here to help with your event attendance!
Leveraging Email Marketing Strategies for Event Promotions
Email is still one of the most effective tools for event marketing. However, you have to do more than just land your emails in the recipients’ inboxes if you want to have success.
You have to focus on email best practices, like segmenting lists, tracking key performance metrics, and sending your messages to a verified email list. Not only that, but you also need to develop an event email marketing strategy and compose emails that will compel readers to action. Here’s how you can successfully use email to market your upcoming event.
Email Marketing Strategies for Event Promotions: Optimize the Sender Name
The sender name can be one of the most significant factors when running an email campaign. According to Campaign Monitor, 68% of Americans decide to open marketing emails based on who sent it. For event emails, you either want to set the sender name as the name of the event or that of the organization holding the event.
Email Marketing Strategies for Event Promotions: Write Compelling Subject Lines
The subject line is another important element for boosting the open rate of event emails. With 35% of recipients saying they will open an email based solely on the subject line, it can have a considerable impact on the success of your campaign.
A good subject line will let the recipient know what the email is about and get them interested in opening it. The following are examples of good subject lines for event emails:
- Register Today!
- Get Your Tickets Now!
- Start Planning for this Year’s [Event Name]
- Check Out the Event Schedule!
Email Marketing Strategies for Event Promotions: The Body of the Email
Once the recipient opens your email, you want to share content that will encourage them to participate. Images can be a good way to create attractive email content, but you don’t want to overdo it. All images should be relevant, and you don’t want to include so many that it distracts from the text in the email.
The email text is your opportunity to explain the event and sell it to the reader. You should provide basic information about the event and include value propositions. Try and keep this around 150-250 words. If the reader wants to learn more, you can direct them to a website page with more information.
Email Marketing Strategies for Event Promotions: The Email Footer
The footer is at the bottom of the email, and provides another important opportunity to share information. The footer should include the physical address of your organization and additional contact information. If you have social media accounts, you should also include social media buttons. This will offer further opportunities to connect with potential attendees.
It is also smart to include an unsubscribe link in the footer. If a person does not want to receive your emails, it is better to make it easy for them to opt out. Otherwise, it will have a negative impact on your open rate. If recipients really get fed up with seeing your emails, they might even mark them as spam.
Email Marketing Strategies for Event Promotions: Call-to-Action
If you want people to be able to RSVP, register, or buy tickets from the email, you need to include a CTA button that makes taking action easy. Emails with a CTA see a 371% increase in clicks, so this can be an effective way to increase engagement.
When adding a CTA to emails, make sure it is highly visible and test different versions of the CTA button. Furthermore, you should try to stick to just one CTA per email. With multiple CTAs, readers can get confused; they might not take the desired action if there are too many options to choose from.
Email Marketing Strategies for Event Promotions: Send Thank You Emails
Sending thank you emails can be a good way to show appreciation. When people register or buy tickets, let them know that you appreciate them. Along with that, you should also send post-event thank you emails. It might not help with the current campaign, but it is a good way to further your relationship with attendees. Sending these messages could pay off when you promote future events to the same audience.
Designing the perfect event email marketing campaign might not be possible the first time out, but you can use these tips to move in the right direction. With every campaign, you should test your emails, compare different CTAs and subject lines, and use the results to improve your future campaigns.